Overcoming the Challenges of Finding a Trustworthy Dentist: Proven Marketing Strategies for Your Practice
Visiting the dentist often ranks at the top of my list of least favorite activities, surpassing even hospital visits and the dreaded task of eating vegetables. My strong aversion to dental appointments stems from my frequent moves, which force me to constantly search for new dentists to trust with my dental care.
Through conversations with friends facing similar struggles, I’ve heard a range of unsettling experiences—from getting unnecessary fillings to being charged for treatments that never took place. One consistent takeaway from these discussions: finding a reliable dentist is no easy task.
Similarly, you might face challenges in attracting and retaining quality clients for your practice. To help overcome this, we’ve compiled a list of strategic “dental” marketing techniques that can make it easier for potential customers to find your practice and choose you as their trusted provider.
1. Targeted Facebook Ads for Local Community Awareness
Spreading the word about your dental practice is essential, but it’s crucial to target the right audience. For example, promoting your Pennsylvania-based practice to a California audience would be ineffective. Facebook’s Local Awareness ads allow you to target a geographically relevant audience, offering features like location details, distance, business hours, and an easy-to-access directions link. You can even transform your call-to-action (CTA) into a button, making it easy for potential patients to schedule an appointment with a single click.
2. Call-Initiating Ads
The main goal of dental marketing is to encourage people to book appointments. Click-to-call ads, available on both Facebook and Google Ads, are a great way to achieve this. Whether on mobile, tablet, or desktop, this feature allows you to streamline appointment booking by adding a call-to-action that leads directly to your office number.
3. Mobile-Only Call Ads
Google reports that many healthcare-related searches are conducted on mobile devices, with health-related inquiries accounting for one in every twenty Google searches. To capitalize on this, you can use call-only campaigns within Google Ads, which are designed specifically for mobile users. These campaigns can generate high-quality leads and encourage appointments directly from users’ smartphones.
4. Precision Targeting Using Facebook Demographics
Facebook’s advanced demographic targeting options provide a powerful tool for narrowing down your potential clientele. You can target users by language, relationship status, occupation, income, and interests. Notably, research shows that 90% of dental purchase decisions are made by women. By targeting local women who have recently bought children’s clothing, you can increase the likelihood of reaching your ideal patients.
5. Appointment Reminders via Scheduling Alerts
To ensure that patients show up for their appointments, utilize automated reminders. Google Calendar alerts, along with email appointment confirmations and reminders, can help reduce no-shows. These reminders can also encourage patients to schedule recurring appointments like annual cleanings.
6. Income-Based Targeting with Google Ads
Many people fail to follow through on regular dental visits, such as annual cleanings. Google Ads allows you to target individuals based on their income, so you can market premium services (like teeth whitening or veneers) to higher-income groups, while offering basic dental care services to those in lower income brackets.
Access the settings section and opt for the “Advanced Location” feature. This action will unveil the following menu:
Income Targeting on AdWords
Next, select the tab labeled “Location groups,” where you’ll encounter a trio of options. The one of relevance here is titled “Demographics.”
Income Targeting on AdWords
Now, proceed to designate the desired household income bracket or brackets and proceed by clicking the prominent crimson “add” button!
Income Targeting on AdWords
This resource can be effectively employed to channel advertisements towards higher income strata, catering offerings like teeth whitening or veneers, while individuals in lower income brackets may exhibit a heightened interest in fundamental health maintenance.
7. Re-Targeting Ads for Previous Website Visitors
Re-targeting ads allow you to reconnect with individuals who have previously visited your website or interacted with your practice. By using tools like Google Ads’ Customer Match or Facebook’s custom audiences, you can reach these potential patients with tailored ads, reminding them of their next appointment or encouraging them to schedule a new visit.
8. Use Facebook Messenger Ads to Connect with Clients
Facebook’s Messenger platform is now integrated with its advertising capabilities. You can use the “Send Message” CTA to direct potential clients to your Messenger inbox, where they can directly communicate with your practice. This feature is still in beta but will soon be widely available and offers a valuable way to connect with potential patients.
9. Advertising via Google Maps
A solid presence on Google Maps can drive direct traffic to your dental clinic. When someone searches for “dentist,” they’ll see your practice listed along with a map, location, and a CTA. This makes it easier for patients to find directions or even book an appointment, especially if they’re using their mobile devices.
10. Advertising on Waze for Local Awareness
Waze, similar to Google Maps, offers location-based advertising opportunities. This community-driven app allows your dental practice to appear as a “digital billboard” on users’ maps, as well as in nearby search results. Waze also allows users to plot a course to your location, ensuring that potential patients can easily find you.
11. Immediate Response with Urgency Keywords
Keywords like “emergency” and “urgent” can be very effective in attracting clients with immediate dental needs. If your practice handles emergencies, including these keywords in your Google Ads campaigns can help attract high-intent users. However, make sure your practice is ready to respond quickly and offer emergency services, as failure to do so may result in negative reviews.
12. ZocDoc for Online Appointment Booking
Millennials prefer to book appointments online rather than speak over the phone. ZocDoc is an app that allows users to search for doctors based on specialization, insurance, location, and availability. You can leverage this platform to make it easier for new patients to find and book appointments with your practice.
13. Leverage Yelp for Online Reviews and Reputation
Online reviews are incredibly influential in today’s digital age. A 2014 study found that 88% of consumers trust online reviews as much as personal recommendations. Ensure your practice is listed on Yelp and that you engage with your reviews to build a positive online reputation. Many potential patients use Yelp as their first point of reference when looking for a trustworthy dentist.
14. Instagram for Social Media Marketing
Instagram is a powerful social media platform for promoting your dental practice. Share before-and-after photos, showcase your team, and highlight your unique services. Regular updates can help keep your practice top-of-mind for potential patients while reaching a wide audience.
15. Email Marketing for Patient Engagement
Email marketing allows you to keep patients engaged with your practice. You can send appointment reminders, invoices, and personalized messages like “we’ve missed you” notes. It’s a great way to keep patients informed and encourage them to schedule follow-up appointments.
16. Referral Programs for Patient Growth
Referral programs are an excellent way to increase word-of-mouth marketing. Offer incentives like discounts on dental visits for patients who refer others to your practice. This can help you retain current clients while expanding your customer base through trusted recommendations.
17. Using Video Marketing to Promote Your Practice
Incorporating video into your marketing strategy can help build trust and rapport with potential patients. Show behind-the-scenes footage, patient testimonials, and informative content about dental health to make your practice feel more approachable.
18. Postal Marketing for Targeted Outreach
Direct mail campaigns are still effective, especially with older generations. Use postcards or brochures to promote your services, and offer competitive pricing or unique dental packages. By targeting local communities, you can create direct touchpoints that lead to higher conversion rates.
19. Community Involvement for Local Engagement
Sponsor local events or activities to increase your visibility within the community. Providing free dental care kits for children or offering informative materials at local events can establish your practice as a trusted, community-focused provider.
Take the first step towards a digital transformation.
